Privacy Policy for Web Surfers

Section I covers our policies regarding our collection, use, and sharing of data through our online advertising services. Section II covers data we collect from visitors to our Corporate website. Section III covers our policies that apply to the data described in both Sections I and II. (Last updated: May 27, 2015)

Section I – Rocket Fuel Advertising Services

Our Consumer Mission
At Rocket Fuel, we want to turn online ads from an annoyance into a useful complement to your online experience. We want to deliver personalized, well-chosen ads to help you discover things that interest you—new websites, new products, new bargains.

And we want to be the Rocket Fuel for the web that powers this discovery. We use lots of rocket science to pick the best ads to show, based on everything we know about the context: the ad itself, the page that needs an ad, the time of day and other external factors, and you.

How We Think of You
Before describing the kinds of data we collect, it’s important to understand how we (and most other ad networks) identify you and other web surfers and online users. We have no idea who you are. We place an anonymous identifier in a cookie on your web browser, so to us you are just “surfer82” for example.

We don’t request or store anything that is personally-identifiable information (PII). We don’t know your name, address, phone number, or email address. We prohibit our partners from sharing this information with us, and we require that they also either not collect PII, or, if they do, that they not merge PII with anonymous data they share with us.

The Information We Collect
When you visit the website or mobile application (“app”) of entities for which we serve advertisements, or the websites or apps where we display advertisements, we collect information about your online activities and location in order to show you relevant advertising. To learn about the ads you might like or dislike, we may ask you questions directly—for example, we might ask about which ads, products, or brands you like or dislike. We may collect information about our interactions with you, such as which ads we’ve shown you and on which pages and how you responded to them. We may collect information about our partners’ interactions with you—for example, by placing pixels on an advertiser’s webpage so we can know if you ultimately purchased an item they had advertised with us. We may partner with other companies that are permitted to share anonymous information with us in order to enhance audience profiles. For example, we may partner with companies to learn the kinds of products you like to buy online. We also collect information about your device, such as IP address, unique device identifiers, browser type and language, the server your computer is logged into, and operating system information. We remember this information for up to 30 months.

How We Use that Information
Seeing all this information allows us to find historical patterns that help us select better ads in the future. For example, we might learn that an ad for mp3 downloads works better on users who’ve previously clicked ads for mp3 players, or we might learn that a coffee ad works better in the morning. Our system will test millions of possibilities along these lines and build a giant formula to predict future responses.

We make inferences from the data we collect in order to show you advertisements for products or services that we think may interest you. As an example, we may use health-related segments such as “Frequent Buyers > Health & Wellness Buyers” (Click here for a complete health segment list.)

We also use the information we collect to measure the effectiveness of ads on behalf of our advertisers and web publishers.

If we can make ads more useful and interesting for you, we’ll also make you more valuable to the web—your visits will make websites more money per ad, and powering their investment in better products and more free features and content. We’ll also make the web more valuable to advertisers, helping them make more money on their online campaigns, which will cause them to shift more advertising online, which will support even more websites with even more useful content and features.

It’s a virtuous cycle we’re happy to be part of, and we hope you’re equally happy with your role in this endeavor. But if you’re not, you may learn more about opting out of personalized advertisements in Section III below under “Opting Out of Personalized Advertisements.”

Industry Memberships
Rocket Fuel is a member of the Network Advertising Initiative (NAI), an organization working to educate people and help them manage their online privacy. Rocket Fuel adheres to the NAI’s Code of Conduct.

Rocket Fuel also complies with the cross-industry Self-Regulatory Program for Online Behavioral Advertising as managed by the Digital Advertising Alliance (DAA) and Digital Advertising Alliance of Canada(DAAC). As part of compliance with the DAA and DAAC’s self-regulation program, Rocket Fuel is fully licensed and certified to deploy the Advertising Option icon (Ad Choices).

Ad Choices Logo

You can learn more about the program here >

Information Sharing
We produce reports and analytics for our business partners, and we may share non-personally identifiable information with them. We may disclose information to third parties when we reasonably believe we are obligated to do so by law or as necessary to protect ourselves or others. Finally, we may transfer information to a successor entity in connection with a corporate change in control such as a merger or acquisition.

Section II – Our Corporate Website

The Information We Collect
Information You Provide. You may choose to provide us with information, including personal information, when you visit our website, such as if you request information about our services, sign up to receive Rocket Fuel news, apply for a job, or participate in a survey or otherwise provide feedback about our products and services. We may collect information such as your name, email address, company name, telephone number, country, industry, and any additional details you provide.

Information We Collect From Your Use of Our Website. We automatically collect information that does not personally or directly identify you when you visit our website, including: (1) information about your activities on our website, such as the content that you view or click on, or what website you visited or what ad you clicked before coming to our website; and (2) device information, such as IP address, browser type and language, and operating system information. We may collect such information through the use of “cookies” and other tracking technologies. Cookies are small files that your browser places on your computer. We may use session cookies, persistent cookies, and other tracking technologies. Most Internet browsers automatically accept cookies. You can instruct your browser, by editing its options, to stop accepting cookies or to prompt you before accepting cookies from the websites you visit.

How We Use That Information
We use the information we collect as follows:

  • To register you as a customer;
  • To provide you with information, products, or services you request, and enable billing;
  • To provide, personalize, and improve our website, products, and services;
  • To process job applications;
  • For marketing purposes;
  • To send you personalized advertisements across the Internet. You may learn more about opting out of personalized advertisements in Section III below under “Opting Out of Personalized Advertisements;”and To communicate with you, including to provide customer service; to send service-related messages such as notifications, confirmations, and updates; and to send promotional messages, such as messages relating to new products or services that we think may be of interest to you. When required by law, we obtain your consent before sending you promotional messages.
  • You may opt out of receiving promotional messages as described below.

Third Party Partners
Our third party partners also collect information via cookies and other technologies when you visit our website for purposes such as providing us with website analytics; operating certain functions of our website, for example, to allow you to “Follow Us on Twitter” or “Like Us on Facebook;” and providing you with personalized advertisements across the Internet. These third party partners may collect information over time and across different websites or online services. You may learn more about opting out of personalized advertisements in Section III below under “Opting Out of Personalized Advertisements.”

Information Sharing
We may share your information, including personal information, as follows:

  • With service providers who are working with us to perform functions and process user data on our behalf. Service providers have access to your personal information only to perform services on our behalf and are obligated not to disclose it or use it for any other purposes.
  • With an acquirer, or successor or assignee as part of any merger, acquisition, debt financing, sale of Rocket Fuel assets, or similar transaction, as well as in the event of an insolvency, bankruptcy, or receivership in which your information is transferred to one or more third parties as one of our business assets.
  • With our corporate affiliates;
  • When we believe in good faith that we are lawfully authorized or required to do so or that doing so is reasonably necessary or appropriate to comply with the law or legal processes or respond to lawful requests, including responding to lawful subpoenas, warrants or court orders;
  • To enforce our Privacy Policy, our Terms of Use, or our other policies or agreements and to protect our rights, property or safety, our users and the public; and
  • With other third parties with your consent or direction to do so.

Accessing or Updating Your Personal Information, and Your Choices
We provide you with the opportunity to review, modify, and delete personal information that you have previously provided to us during your visits to this website. You can send us an email or write to us as set forth below.

You may choose to unsubscribe from receiving promotional email messages from us at any time by emailing us at

Section III – Policies that Apply to Both Section I and II

Opting Out of Personalized Advertisements

You can click here to opt out of personalized ads based on the Rocket Fuel cookie. We recently acquired online advertising company [x+1]. If you visited this page to opt out of receiving personalized advertisements from [x+1], you may do so by clicking here.

Rocket Fuel and x+1 are members of the Network Advertising Initiative, and you may also opt out of receiving personalized advertisements from Rocket Fuel, x+1, or other member companies via the here to opt out of other personalized advertising via the Network Advertising Initiative’s opt-out page.

Rocket Fuel and x+1 also comply with the Self-Regulatory Principles for Online Behavioral Advertising as managed by the Digital Advertising Alliance (DAA). You may opt out of receiving personalized advertisements by DAA members via the DAA website at

Rocket Fuel is integrated with the DAA’s AppChoices, which allows consumers to download and manage their privacy preferences in the mobile environment. You may download DAA’s AppChoices mobile app on your iOS or Android device in order to exercise choice regarding the collection of application activity for interest-based advertising.  Links to those applications are below:

An opt-out in any of the tools listed in Section III will have the same effect, and you do not need to make the selection more than once. If you opt out, you’ll still see ads from us online, they just won’t be tailored to your interests. Note that we’ll still maintain a cookie on your computer to track that you’ve opted out. That opt-out cookie (like all cookies) is associated with a particular computer and browser. So, for example, if you get a new computer, install a new browser, or clear your cookies, you’ll need to opt-out again. If you change your mind, click here to opt back in.

We use physical, administrative, and technical safeguards that are designed to protect the personal information that we collect and maintain. Please be aware, however, that despite our efforts, no security measures are perfect or impenetrable and no method of data transmission can be guaranteed against any interception or other type of misuse.

Our Policy Regarding Children
Rocket Fuel does not knowingly collect or solicit information from anyone under 13 years of age. Our services are not directed to children under 13. Our Services are not directed to children under 13, and we do not knowingly collect personal information from children under 13. If we learn that we have collected personal information of a child under 13 without parental consent, we will delete such information. If you believe that we might have any information from a child younger than 13, please contact us as set forth below.

Links to Other Websites
Our website may contain links to other websites. Any information you provide on third-party sites is provided directly to the operators of such sites and is subject to those operators’ policies, if any, governing privacy and security. We are not responsible for the privacy practices or the content of such other websites or the cookies these websites might set in your browser.

Safe Harbor
Rocket Fuel complies with the US-EU Safe Harbor Framework and US-Swiss Safe Harbor Framework as set forth by the US Department of Commerce regarding the collection, use, and retention of personal information from European Union member countries and Switzerland. Rocket Fuel has certified that it adheres to the Safe Harbor Privacy Principles of notice, choice, onward transfer, security, data integrity, access, and enforcement. If there is any conflict between the policies in this privacy policy and the Safe Harbor Privacy Principles, the Safe Harbor Privacy Principles shall govern. To learn more about the Safe Harbor program, and to view our certification page, please visit

In compliance with the US-EU and US-Swiss Safe Harbor Principles, Rocket Fuel commits to resolve complaints about your privacy and our collection or use of your personal information. European Union or Swiss citizens with inquiries or complaints regarding this privacy policy should first contact Rocket Fuel at:

Rocket Fuel has further committed to refer unresolved privacy complaints under the US-EU and US-Swiss Safe Harbor Principles to an independent dispute resolution mechanism, the BBB EU SAFE HARBOR, operated by the Council of Better Business Bureaus. If you do not receive timely acknowledgment of your complaint, or if your complaint is not satisfactorily addressed, please visit for more information and to file a complaint.

Updates to this Policy
We may update this policy from time to time. If we do, we’ll note the change on the Rocket Fuel homepage.

Contacting Us
Please direct questions to or send mail to:

Rocket Fuel Inc
c/o Privacy
1900 Seaport BlvdPacific Shores Center
Redwood City, CA 94063 USA

Click here for Opt Out Policy.